Good news, everyone! Unless you're one of the unlucky few publishers on the wrong end of the spectrum, chances are good that the vast majority of your traffic is living, breathing humans.
Among the top 85% of publishers comScore looked at, the instance of NHT, or Non-Human Traffic, was under 5 percent.
"There are many high quality publishers who deliver inventory that is virtually free of NHT, while a very small percentage of poor-performing publishers are giving the rest of the ecosystem a bad name. In fact, the Top 50 percent of publisher websites ranked by lowest incidence of NHT have less than 1 percent NHT. The Top 80 percent of publishers have less than 3 percent NHT, and the top 85 percent have less than 5 percent NHT, indicating that the vast majority of sites perform well in limiting this issue. It is only in the lowest-performing 15 percent of publishers where NHT is a sizeable problem greatly in need of serious mitigation efforts."
Of course, bot traffic is still a huge concern for publishers and marketers alike, but this is promising news. ComScore recently looked at hundreds of digital ad campaigns and found that 79 percent of them had less than 5 percent NHT.
Images via comScore, Thinkstock